Keller Consultants

Title: Internal Sustainability Proposal

Prepared for: Leadership Team at Clear Channel Outdoor
Prepared by: Griffin Keller @ Keller Consultants
Date: February 25, 2019
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Table of Contents
Executive Summary…………………………………………………….2
The Problem………………………………………………………….…..3
The Opportunity…………………………………………..…………….4
The Proposal…………………………………..………………………….5
Cost Analysis………………………………………………………………6
Assessment………………………..………………………………………7
Conclusion……………….………………………………………………..8
Appendix A…………………………………………………….………….9
Appendix B………………………………………………….…………..10

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Executive Summary
Clear Channel Outdoor is one of the world’s largest outdoor advertising companies. The
company specializes in bulletins, posters, and billboards on anywhere from the side of a
bus, to the center of Times Square in New York, or alongside any given freeway in Los
Angeles.

Currently, Clear Channel Outdoor is in the process of integrating sustainable practices

throughout their company. They are the first major outdoor company to promote
sustainability through switching their posters and the majority of their bulletins to a
recyclable polyethylene plastic substrate. Clear Channel Outdoor also recycles nearly
100% of their plastic posters every year. In addition, LED lights are used on their digital
displays and some of their offices are partially powered through the use of solar panels.

It is extremely admirable for a

major company to incorporate
sustainable practices throughout
their business in any way.
However, in terms of Clear
Channel Outdoor, I believe there
are several ways the company
can be more productive in
regards to their triple bottom
line.

As of right now, the production of

plastic is five times more than the
rate that plastic is recycled. The problem with plastic is not how much we recycle, but
rather how much is produced. Recycling plastic is also an expensive process. To clarify,
I am not attempting to prove or recommend that recycling plastic is bad. However, I do
suggest that Clear Channel Outdoor finds new, more proactive techniques to directly
reuse plastic products because the time is now to be more sustainably efficient.

I propose that Clear Channel Outdoor does not recycle 100% of their plastic
products, and instead donate a portion of the plastic to charities and non-
profit groups. These organizations use plastic directly in various ways to support,
shelter, and provide comfort to homeless individuals. As a result of this decision, Clear
Channel Outdoor would save money on the price of recycling plastic, help homeless
individuals across the nation, and avoid the many uncertainties of recycling.

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The Problem
Clear Channel Outdoor has nearly 500,000 displays around the world today. The
majority of Clear Channel Outdoors’ displays are made of polyethylene. Polyethylene is
the most common plastic substance in the world. In the past 3 years, Clear Channel
Outdoor has recycled nearly 2,000 tons of plastic. This amount is equivalent to
4,000,000 pounds.

To put this into perspective, the amount of plastic in weight that Clear Channel Outdoor
recycled is equal to:

400 RV’s or 25,000 beer kegs

.... That is a lot of plastic.

Currently, Clear Channel Outdoor is recycling nearly 100% of their plastic products.
There is no doubt that recycling is critical in the world today. However, there are
various challenges associated with recycling plastic.

First of all, recycling is expensive. It costs approximately $4,000 for Clear Channel
Outdoor to recycle 1 ton of plastic. As I previously mentioned, if Clear Channel Outdoor
recycled nearly 2,000 tons of plastic in the last 3
years, this means that the company spent
$8,000,000 on recycling alone.

Furthermore, recycling is not the principal solution

to plastic waste. Plastic is produced at a rate of
5 times more than which it is recycled. The
problem is not only to recycle more, but to produce
far less plastic.

With that being said, Clear Channel Outdoor is spending far too much money in an
effort to solve a problem that can only be solved from its source. Therefore, the
company can be more sustainably efficient by finding direct ways to reuse plastic
products that would benefit their triple bottom line of people, the planet, and Clear
Channel Outdoors’ profits.

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The Opportunity
Clear Channel Outdoor attains a significant opportunity to solve their problem and help
the homeless due to the fact that there is an apparent need in Clear Channel Outdoors’
top market cities in which the company can provide.

Clear Channel Outdoor has a strong presence worldwide, but the company is most
prominent in the United States. Clear Channel Outdoors’ top markets in the United
States are listed as follows:

1) New York
2) Los Angeles
3) Chicago
4) Philadelphia
5) Dallas

Homelessness is a growing problem in the United States. The cities with the highest
homelessness rate in the United States are listed as follows:

1) New York
2) Los Angeles
3) Chicago

With Philadelphia having the 6th highest

homelessness rate in the nation and Dallas having
the 9th highest.

Coincidentally, there is almost a direct correlation between Clear Channel Outdoors’ top
markets and the cities with the highest homelessness rate in the United States. As the
homeless are in need of comfort and shelter to survive, and Clear Channel Outdoor
must find a way to directly reuse plastic products, there is a clear possible outcome that
would benefit the company, the homeless, and the planet. Plastic can be used to
provide shelter and several organizations have found out ways to make plastic
comfortable as well.

This graph provided by the LA Times proves that the

need to shelter the homeless is a relevant, and
growing problem. In Los Angeles, the number of
unsheltered homeless has increased by over 20,000
people since 2010.

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The Proposal
I propose that Clear Channel Outdoor donates plastic to charities who assist
and shelter the homeless in our top market cities.

Across the country, people have become more creative in terms of how plastic can be
reused directly for the benefit of others. Many charities and nonprofit organizations are
conscience of the harms of plastic waste and the increase of homelessness in the
United States. These groups openly take donations of plastic to fulfill their goal of
providing for those in need. Instead of recycling 100% of plastic products, Clear
Channel Outdoor should donate a portion of their plastic products to charities and non-
profit organizations that help the homeless. At Clear Channel Outdoor, you have the
opportunity to help others through procedures that are in the best interest of the
company and the planet as a whole.

For your convenience I have listed nonprofit organizations in each of our top market
cities who focus primarily on sheltering and providing for the homeless in their cities.

Palante Harlem Inc. (NY)

Shelter Partnership Inc. (LA)
Chicago Coalition for the homeless (CHI)
Dallas Habitat for Humanity (DTX)
Rebuilding Together Philadelphia (PHI)

The image above is a temporary homeless shelter, made primarily with plastic, located
in Minneapolis. By donating a portion of plastic products, Clear Channel Outdoor can be
an important reason that these shelters are
implemented across the country.

In addition, there are also volunteer nonprofit

groups that make sleeping mats for the homeless
made entirely with reused plastic. Groups such as
Mercy Mats and Hooking for the Homeless
specialize in sleeping mats and take large plastic
donations.

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Cost Analysis
The approximate cost to recycle 1 ton of plastic is $4,000.

In the past 3 years, Clear Channel Outdoor has recycled 2,000 tons of plastic.

The following table displays several amounts of plastic products Clear Channel Outdoor
can consider donating to charities and nonprofit organizations. The far-right column lists
the return in dollars Clear Channel Outdoor would receive by donating plastic. The value
represents how much money Clear Channel Outdoor would save by not paying the cost
of recycling.

% of Total Plastic to Amount of Plastic Amount Saved

Donate

5% 100 tons $400,000

10% 200 tons $800,000

25% 500 tons $2,000,000

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Assessment
Once Clear Channel Outdoor processes the proposal and conducts any necessary
further research, the following procedures will fall into place. It is important to consider
that this proposal is not recommending a complete restructure of Clear Channel
Outdoors’ business operations. The process of donating a portion of used plastic
products is simple, and it will benefit our triple bottom line of profit, planet, and people.

Profit
As a company, we can save hundreds of thousands and even millions of dollars through
donating plastic to charities and nonprofit organizations. According to the cost analysis
section of the proposal, if Clear Channel Outdoor donated only 10% (200 tons) of their
used plastic, the company would save approximately $800,000. This value arises from
the assumption that Clear Channel Outdoor pays $4,000 to recycle 1 ton of plastic.
Therefore, in regards to Clear Channel Outdoor, donating plastic instead of recycling
plastic is more sustainably efficient for the company and those involved.

Planet
As I previously mentioned, plastic is
produced at a rate of 5 times more
than it is recycled. Therefore,
recycling does help, however it is not
the solution to plastic waste. To
notice real change, production of
plastic needs to decrease. At Clear
Channel Outdoor, we are improving
the environment by finding ways to
directly reuse plastic. In addition, the
company is completely avoiding the
possibility that our plastic waste ends
up in landfills and our oceans.

People
The donation of plastic products will directly help those in need in our top market cities.
Plastic will be reused directly thanks to volunteer charities and nonprofit groups. These
organizations will use the plastic in an effort to provide shelter and comfort to the
homeless. Shelter will come in forms of temporary homes and sleeping mats will
provide comfort.

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Conclusion
I want to clarify that I am not suggesting that recycling is bad, nor do I recommend
that Clear Channel Outdoor should stop recycling altogether. I am proposing that
donating a portion of used plastic products to charities and nonprofit groups will have
significant positive effects on Clear Channel Outdoors’ profit, the planet as a whole, and
the people in our top market cities and eventually across the entire country.

For example, if Clear Channel Outdoor decided to donate 10% of their used plastic
products, this would result in:

Profit: $800,000 saved through avoiding the cost of recycling

Planet: 200 tons of plastic reused directly rather than recycled

People: 200 tons of plastic that will directly be used to shelter and comfort the
homeless

Overall, this decision will not only have a significant impact on the triple bottom line,
but it will benefit the company in ways that cannot be computed quantitatively. Clear
Channel Outdoor will build a better reputation through assisting the homeless and by
finding ways to directly reuse plastic products. Ultimately, this will create a positive
brand image for Clear Channel Outdoor and result in more business for the future.

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Appendix (A)
Implementation
To: Clear Channel Outdoor Employees
From: Griffin Keller @ Keller Consultants
Date: February 25, 2019
Subject: Implementation of Sustainability Proposal

Society has been brainwashed to believe that recycling is the key solution to plastic
waste. At Clear Channel Outdoor, the majority of your products are made with plastic.
In addition, Clear Channel Outdoor claims to be socially responsible because the
company recycles nearly 100% of their plastic products. However, recycling is not the
key solution to plastic waste, and Clear Channel Outdoor is not being sustainably
efficient by recycling 100% of their plastic products.

The key solution to plastic waste is the production of plastic itself. As long as the
current rate of plastic production versus plastic recycling remains constant, plastic will
continue to grow exponentially. As users of plastic products, Clear Channel Outdoor will
be more sustainably conscious and socially responsible by directly reusing plastic
products to provide a variety of benefits, specifically to those in need.

Homelessness rates in our top market cities are rising. The Clear Channel Outdoor
website reads: “Our goal is to be a responsible member of the communities we
serve by taking a proactive role in making our neighborhoods better places
to live,”. It is our responsibility to fulfill our goal. We will achieve this and stay true to
our word by assisting the homeless through donations of our used plastic products.

If you have any logistical questions you wish to clarify, please feel free to contact me.
Keller Consultants looks forward to guiding you through this exciting process. Thank
you for your time.

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Appendix (B)
Works Cited
A.1, J. (n.d.). GreatNonprofits - Search the Best Nonprofits & Local Charities.
Retrieved February 19, 2019, from https://greatnonprofits.org/
Clear Channel Outdoor Americas. (n.d.). Retrieved February 18, 2019, from
http://company.clearchanneloutdoor.com/
Eureka Recycling! (n.d.). Retrieved February 20, 2019, from
http://sites.fitnyc.edu/depts/sustainabilityatfit/Recycling_Plastic_Co.pdf
Fiorletta, A. (2012, February 21). Developing An Optimal Brand Strategy Across The
Channel. Retrieved February 24, 2019, from
https://www.channelmarketerreport.com/2012/02/developing-an-optimal-brand-
strategy-across-the-channel/
Frohlich, T. (2018, October 10). Cities With the Most Unsheltered Homeless
People. Retrieved February 18, 2019, from https://www.msn.com/en-
us/news/us/cities-with-the-most-unsheltered-homeless-people/ss-BBOakho#
Heath, C., & Heath, D. (2010). Made to Stick: Why Some Ideas Survive and Others Die.
Holland, G. (2018, February 01). L.A.'s homelessness surged 75% in six years. Here’s
why the crisis has been decades in the making. Retrieved February 18,
2019, from https://www.latimes.com/local/lanow/la-me-homeless-how-we-got-
here-20180201-story.html
Jones, Meg. (2018, April 8). Mercy Mats help the homeless and keep plastic bags out of
landfills. Retrieved February 18, 2019, from
https://www.jsonline.com/story/news/local/milwaukee/2018/04/08/mercy-mats-
help-homeless-and-keep-plastic-bags-out-landfills/497512002/
LeBlanc, R. (2018, October 21). Plastic recycling facts and figures. Retrieved
February 18, 2019, from https://www.thebalancesmb.com/plastic-
recycling-facts-and-figures-2877886
Nesterak, M. (2018, December 12). New shelter opens for residents of Minneapolis
homeless camp. Retrieved February 18, 2019, from
https://www.mprnews.org/story/2018/12/11/new-shelter-opens-for-residents-
minneapolis-homeless-camp
Project: Plastic Bags. (n.d.). Retrieved February 19, 2019, from
https://www.hookingforthehomeless.com/project-plastic-bags.html
Where We Are. (n.d.). Retrieved February 18, 2019, from
http://clearchanneloutdoor.com/where-we-are/

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